“I think that the agencies are SO not going to get this kind of thinking. not because they are dim – quite the opposite. But because they define themselves through what they do – not what they do for clients.

If I was a client MD I would hire a Creative Director on my staff and give em the job of being Chief Brand Officer and tell ‘em to do what’s in this presentation. And if I heard them warble on about kerning and leading ‘being brave’ and ‘contemporising’ I would know I have the wrong person! and then fire ‘em.

The future of marketing is not about the agency – they are now only agencies for the people they hire. It is about the company taking back control of the brand from the people who are working across 5 brands and purporting to ‘know’ them all“